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Technology in the Irish Hospitality Industry

This report outlines the key issues and the subsequent technology responses currently present in the hospitality industry. The main marketing and branding issues and challenges relate to the development of strategies to enhance consumer relationships in an increasingly virtualised world that is driven ecommerce and socio-cultural aspects such as increased ethnic diversity and inward migration. The economic contrast between Ireland in the 80’s and Ireland in the 90’s and 00’s is in direct correlation to growth in the hospitality and leisure industry in Ireland. Over the last two decades Ireland has seen a huge growth in hotel construction as well as restaurant and gym popularity. There have been significant fluctuations in pub attendance due to the smoking ban and more pubs are serving food to counteract flailing demand. The booming Irish economy has meant that people have more disposable incomes, are more health conscious and are more willing to spend large amounts of money on food, drink and leisure. Favourable economic conditions have also lead to a huge influx of people from many different nationalities that have made marketing and branding more complex.
Methodology 2
Executive Summary 3
Introduction and Background 3
Define Hospitality in an Irish Context 4

1 Industry Overview 6

2 Changing Trends in the Hospitality Industry 9
2.1 Short Breaks and three star Hotels 9
2.2 Capital Allowances for hotels (accelerated 7 year scheme) 10
2.3 Drivers of Short Breaks 11
2.4 Development of the Leisure Industry 12
2.5 Diet and Exercise 12
2.6 The Smoking Ban 12
2.7 Industry Responses 13
2.8 Pub Sales Falling 13

3 eCommerce and New Marketing 15
3.1 eCommerce in Hotels 15
3.2 Marketing & Branding in Hospitality 15
3.3 Brand Loyalty 16
3.4 Key Takeaways: 17

4 A Technology Infrastructure for Customers 18
4.1 Key issues for hospitality Firms 18
4.2 Group Sales and Event Management 20
4.3 Customer Loyalty Management 21
4.4 Hospitality Marketing 21
4.5 Hospitality Service and Call Centre 21
4.6 Employee Relationship Management 22
4.7 Partner Relationship Management 22
4.8 Hospitality Analytics 22
4.9 Analytics Server 22
4.10 Data Warehouse 23

5 Technology Responses for eCommerce 23
5.1 Ecommerce in Restaurants 23
5.2 eCommerce in Pubs 23
5.3 Chip and PIN 24
5.4 Other ecommerce Solutions for the Hospitality Industry 24
5.5 Online Bookings 24
5.6 Key Advantages of using own booking website 25
5.7 Advantages of online booking 26
5.8 Case Study (O’Callaghan Hotels) 28
5.9 Key Takeaways 31

Companies Mentioned
O’Callaghan Hotels
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